AI search, digital leads and email ROI with Brian Mattingly | Ep. 272

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AI search, digital leads and email ROI with Brian Mattingly | Ep. 272

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In this episode of Wash Talk: The Carwash Podcast, host Kyle Alexander sits down with Brian Mattingly of WelcomeMat to unpack the fast-moving world of carwash digital marketing. Recorded at The Car Wash Show™, the conversation digs into a counterintuitive reality: Despite the rise of AI-powered search tools like ChatGPT and Claude, Google searches hit an all-time high in Q1 2026. Mattingly explains why that makes showing up in local carwash searches more critical than ever and what signals now determine whether an operator appears in results.

Mattingly breaks down the 12% cost-per-click increase operators are seeing across Google and Meta, the steepest rise since 2021, and shares how top-performing brands are hedging against it. The episode also explores how WelcomeMat's smart traffic system continuously adapts creative to match audience behavior in real time.

The conversation closes with a strong case for email as the highest-ROI channel in carwash digital marketing today. Mattingly outlines how operators can build first-party data strategies that combine targeted email campaigns with SMS, using each channel for its ideal purpose — email for relationship building and brand affinity, text for timely, weather-aware reminders.

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